Choosing email marketing for B2B and SaaS

B2B sales cycles are long and involve several people. SaaS products live or die on onboarding and activation. Both need email that reacts to behavior, not just a calendar.

What to look for

• CRM integration or a built-in CRM, so sales and marketing see the same contact history.
• Lead scoring to flag accounts that are ready for a sales conversation.
• Event-triggered automation. For SaaS, that means emails sent when a user signs up, hits a milestone or goes quiet.
• Transactional email support, or a clean handoff to a transactional provider, for receipts, password resets and notifications.
• Reporting by account and pipeline, not just opens and clicks.
• Data and security basics: role-based permissions, SSO on higher plans and a clear data processing agreement.